Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park

Hugo Martins, Paulo Carvalho and Nuno Almeida
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Hugo Martins: Department of Business Sciences, University of Maia, 4475-690 Maia, Portugal
Paulo Carvalho: CEGOT, FLUC, University of Coimbra, 3004-531 Coimbra, Portugal
Nuno Almeida: CiTUR, ESTM, Polytechnic of Leiria, 2520-614 Peniche, Portugal

Sustainability, 2021, vol. 13, issue 21, 1-17

Abstract: Based on the scientific literature, this paper emphasises the destination brand experience (DBE) (multidimensional construct and second-order factor) in order to analyse the implications it plays regarding visitors’ satisfaction, their intentions to revisit and their intentions to recommend it. In terms of methodology, a confirmatory factor analysis was used to test the model and the research hypotheses. The sample was composed of 507 tourists who visited the Peneda-Gerês National Park in Northern Portugal. Results showed an acceptable fit. The items of each construct were very strong. Positive significant results were found for all the considered hypotheses, particularly regarding the association of sensory DBE and behavioural DBE (subdimensions of the DBE scale) with satisfaction. The sensory DBE and affective DBE subdimensions of the DBE scale were meaningfully associated with visitors’ intentions to recommend. Satisfaction was a strong mediator for sensory DBE impact on their intention to revisit and to recommend, and a less strong effect was found for satisfaction as a mediator for behavioural DBE impact on intentions to revisit and to recommend. The theoretical contribution of this study aimed to deepen the analysis of the DBE construct in its multidimensional aspect and its relationship with other constructs. The results are discussed in relation to their theoretical and practical relevance.

Keywords: destination brand experience; satisfaction; intentions to revisit and recommend; Peneda-Gerês National Park (PGNP) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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